Product and market disruptions coming from every direction continue to hit one industry after another. What sets successful companies apart—what allows them to grow is their quick adaptation to new environments rather than scrambling to catch up—is a distinctive and robust go-to-market system.

Every company has a process for going to market, of course. But go-to-market functions, such as sales, marketing, and product management, often tends to be isolated from changes in the marketplace, from their own company’s strategic priorities, and even from each other.

ComStream Consulting helps companies build powerful, integrated go-to-market systems. We think of an effective go-to-market system as the missing link between a company’s strategy—its decisions about where to compete and how to win—and the exceptional customer experiences that are the ultimate path to success. Such a system enables a company to identify attractive target customers and design value propositions tailored to those customers’ needs and to the company’s strengths. It also enables the company to deliver these offerings to the marketplace and to continually refine them based on fast, reliable customer feedback.

We work alongside client teams to create closed-loop feedback processes that bridge the functional gaps to keep the company in sync with its market. The keystone that makes it all work is the frontline workforce. Frontline employees represent a company’s brand promise in the eyes of the customer. And when the front line delivers effectively, a company earns advocates. Nurturing happy, loyal customers in this way truly pays off.